Procter & Gamble markets Zest,Safeguard,Camay,and Lava brands of bar soaps.Zest is a "get-you-started in the morning" soap.Safeguard is marketed as a germ-fighter.Camay cleans without drying or injuring the skin.Lava is for tough cleaning jobs.Procter & Gamble uses a(n)_____ strategy.

Question

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Procter & Gamble uses a positioning strategy by positioning each brand of soap to target a specific consumer need or benefit. Zest is positioned as a morning soap, Safeguard as a germ-fighting soap, Camay as a gentle soap, and Lava as a tough cleaning soap. By doing this, Procter & Gamble is able to differentiate their brands and appeal to different segments of the market.

Procter & Gamble Markets Zest,Safeguard,Camay,and Lava Brands of Bar Soaps